adidas Dame 8
adidas Dame 8

Adidas

adidas Dame 8

IF YOU GOT THAT BOXER’S MENTALITY, LOOK IN THE MIRROR AND SAY IT: ONLY I CAN STOP ME.

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The Challenge

Develop a strategic and creative point of view on how to bring to market Damian Lillard's latest footwear launch, the Dame 8 "4th Quarter Knockout." Provide a recommendation for how the brand should speak about Dame and the Dame 8 within the brand attitude of “Rebellious Optimism” that allows us to see sport, culture and the world - not just as it is, but as it can be.

The Insight

Beyond bringing sparring or heavy bag work into his training regimen, Damian Lillard possesses a boxer’s mentality. It informs his whole outlook - in his game, his music, his life, and his world. With this mindset that tells him he can go toe-to-toe with anybody, and the ability to back up his belief through a commitment to training, Damian Lillard is relentless. His shoes must be as well – the Dame 8 enables athletes to perform at the highest levels when it matters most. With a 33% lighter outsole, the Dame 8 lets athletes perform at their best in crunch time while the competition fades in the 4th.

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Strategy

Bring Damian Lillard's boxing mentality to life in messaging, visuals and activations by showing that his commitment to self-improvement & always becoming better is reflected in the idea that Dame’s ultimate motivator is himself.

Creative

We created "Only I Can Stop Me," a campaign leveraging boxing language and aesthetics, to show that it's got nothing to do with the other guy – at Dame's level, the only competition is staring back at him in the mirror. From messaging and key visuals to social, retail and out-of-home assets, we supported a complete launch calendar for the Dame 8 and presented a story in which Damian Lillard stand out from all other new adidas signature athletes.

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Services

Art Direction, Copywriting, Retouching, Product Storytelling + Messaging, Content Creation, Design & System Guidelines, Editing & Post Production, Animation & Motion Graphics, Integrated Campaign Development, Production, Propping & Set Dressing, Visual Merchandising, Tone of Voice, Immersive Media, Logo Design & Visual Center, Photo & Video Capture, Retail Design Systems

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